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An endorsement is only as good as the pairing between the athlete and the product. That's why I'm loving Skechers signing a guy like Danny Woodhead. Skechers was looking for an underdog type character to endorse its Resistance Prospeed running shoes and its ProTR training shoes.

Brandon Steiner has made a career out of selling autographs and memorabilia and his company's deal with the New York Yankees undoubtedly has him salivating over the business Derek Jeter's 3,000th hit will bring him.

PyeongChang was the prohibitive favorite, not only because it has been through this bidding rodeo unsuccessfully twice before, but because they took the unique step of moving ahead with venues well before they were even declared winners.

Yesterday, we broke the story that Under Armour had signed a multi-year deal with NBA Draft pick Kemba Walker. Today, we sat down with Walker and Under Armour senior vice president of sports marketing Matt Mirchin to talk about the deal.

Still looking for its can't miss star a year less than a year after debuting its first basketball shoe, Under Armour agreed to terms with Kemba Walker, sources told CNBC. Walker is the first player in this year's draft class to sign with a shoe company.

The 'Superbowl' of speed eating, the Nathan's Famous International Hot Dog Eating Contest, held on July 4 on Coney Island, could become a global sport, its organizer told CNBC.com, as the event enters its 96th year.

Michael Vick got to write his comeback story on the field, now he has seen his image come full circle off of it. In a remarkable move, CNBC has learned that Nike, which severed Vick’s contract in 2007 after he admitted to his involvement in a dogfighting ring, has re-signed the Philadelphia Eagles quarterback. (Updated)

At midnight tonight, the NBA owners are expected to lockout the players. The sides are about 10 times more apart than the NFL owners and players were on the last day of their Collective Bargaining Agreement.

Fly fishing shops across the country are being inundated with new customers but these shoppers aren't coming for the fishing gear — they're coming for the fashion.The most enthusiastic customers at the Eldredge Brothers Fly Shop of late are not looking to buy fly fishing reels or snag stripers — they're here for the fashion.

Peyton and Eli Manning are the subject of a DirecTV campaign called "Football Cops." It's a hilarious take from the company that brought us mini giraffes. If you haven't had a chance to see Peyton as Mike Tahoe or Eli as C.J. Hunter, take a look at it now. It has been viewed more than 630,000 times in the last week. Earlier today, I caught up with C.J., a.k.a. Eli Manning, to talk about the campaign which highlights the fact that new customers who switch to DirecTV get NFL Sunday Ticket for free this year.

Early this morning, Los Angeles Dodgers owner Frank McCourt filed for Chapter 11 bankruptcy in what was his last attempt to keep the team under his ownership. Sal Galatioto, president of sports investment bank Galatioto Sports Partners, stopped by on CNBC's The Strategy Session today to discuss the recent development.